5 Types of Content That Naturally Attract Links

Sunday, 18 October 2026

Link building is often treated as a separate discipline from content creation, as if backlinks were acquired through outreach alone. The research suggests otherwise. When 628 SEO professionals were surveyed about their link-building practices, the strongest results came not from chasing links directly but from publishing content that people genuinely want to reference.

The survey identified five content types that consistently earn backlinks. Each works for a different reason, and each requires a different approach. Understanding what makes them link-worthy is more useful than copying a format without understanding why it attracts attention.

The Common Thread: Shareable Value

Before examining each format, it helps to name what they share. The most effective link-earning content offers valuable information in a form that is easy to digest and easy to share. It gives people something worth pointing to: a useful visual, a credible resource, a fresh statistic, or a clear explanation.

That quality matters more than the format itself. An infographic built on weak data will not earn links. A white paper that reads like a brochure will be ignored. The format provides a structure for value, but the value has to be present first.

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1. Infographics

Infographics were the most widely used format among the surveyed SEOs. Just over half (53%) reported creating cornerstone infographics, and 61% of those found the format to be an efficient way to earn backlinks.

The format works because it compresses complex information into a visual that can be understood quickly and shared easily. One practitioner described distributing infographics as guest content, paired with a short custom description for each site, and reported results that exceeded all previous outreach efforts. A single infographic earned nearly 1,000 backlinks from more than 300 referring domains.

A practical process has three stages. First, choose a topic that is highly specific and relevant to your audience. Narrower subjects tend to perform better than broad ones because they serve a defined need. Second, gather data points, ideally from original research, and organize them so the information flows logically from top to bottom. Third, invest in the visual quality. Large fonts, clear charts, and strong hierarchy help the key statistics stand out.

Distribution matters as much as design. You can offer the infographic to relevant sites along with a short accompanying article, which gives publishers a reason to post it and a reason to link back. Alternatively, publish it on your own site and promote it through social channels if you have an audience that will share it. The quality of the data and the relevance of the topic determine how well the piece performs.

2. White Papers

White papers are among the strongest forms of cornerstone content. They provide an in-depth examination of a subject that matters to the audience, and they serve a dual purpose: building credibility while addressing a real problem.

Forty-two percent of the surveyed SEOs had created white papers, and 60% of those found them to be ideal for earning links. The format rewards depth. A well-researched white paper becomes a resource that others cite because it explains a topic thoroughly and supports its claims with evidence.

One SEO specialist described the approach simply: create great, unique content that helps readers succeed in their business, and the links follow naturally. Internal linking to older relevant articles also supports engagement and helps readers move through related material.

The topic should address a pressing need for your audience. Beyond that, the paper should inform rather than advertise. A white paper is not a brochure. It is a resource meant to solve a problem, and branding should stay in the background. Present information logically and objectively, support claims with sources, include visual aids such as charts and graphs, and revise until the writing is clear and precise.

White papers and e-books are also versatile. They can be repurposed across the sales funnel, and when they genuinely address an important need, people are willing to share and link to them without prompting.

3. Data and Original Research

When the survey asked which content type is most efficient for building a link profile, original data and research came out on top. Seventy percent of respondents identified it as the most effective format.

The catch is that only 54% had actually done it. The gap between recognition and practice reflects the effort involved. Original research takes time, planning, and a willingness to invest before the results appear. But that difficulty is also what makes it valuable. Fewer competitors produce original data, so the content that does exist stands out.

One SEO consultant put the principle plainly: if links can only be earned by offering money or large incentives, the approach is likely wrong. Publishing original research that answers a real question in the industry is one of the most reliable ways to earn links, and it does not require extraordinary resources.

Five elements separate research that earns links from research that goes unnoticed. Start with a premise that addresses a question your audience genuinely cares about, ideally one with implications across the industry. Establish credibility in your niche before making authoritative contributions; multiple reports may be needed before attention arrives. Test the potential value of the idea before investing heavily, using customer conversations or online interest as a signal. Use a sample size large enough to support meaningful conclusions. Finally, define a clear content strategy before collecting data, including the goal of the research and how the findings will be used.

Data is also highly reusable. Statistics can become infographics, findings can become white papers, and insights can become video series. A single research project can feed every other format on this list.

4. Webinars

Webinars present an interesting contrast. Only 56% of respondents found them successful for link building, which makes them the least efficient format in the survey for that specific purpose.

The explanation lies in how webinars are typically used. Most businesses deploy them to build mid-funnel relationships, providing additional information, addressing lingering concerns, or engaging audiences in a Q&A format. Link building is rarely the objective, so the format underperforms when judged by that standard.

That does not mean webinars cannot earn links. It means they require a different approach. Featuring industry influencers can add credibility and attract backlinks, provided the guests are chosen carefully and the publishing venue is chosen with quality in mind. One experienced consultant advised focusing on the quality of where you publish rather than the quantity, noting that a given market may have only ten, twenty, or thirty sites worth targeting.

If link building is a goal, include clickable links within the webinar itself, using embedded links or a chat feature that lets viewers participate. Promote the webinar thoroughly before, during, and after the live date, using social media, email, blog posts, and paid promotion where budget allows. Follow up with a survey to measure value, and include a clear call to action that tells the audience what to do next.

The format is better suited to relationship building than to link acquisition, but when those relationships are with the right people, the links can follow.

5. Videos

Videos were used for link building by 59% of respondents, and two-thirds of those found them efficient. The format benefits from the sheer scale of video consumption, but that scale also creates competition. Standing out requires understanding what motivates, frustrates, and engages the audience, and then investing the time and budget to produce something genuinely good.

The underlying principle applies to every format on this list. As one agency founder described it, the approach is to publish information to the community you serve, and if the community likes it, they will link to it. The analogy is fishing: use the right bait and fish where the fish are. Create something the community cares about and put it in front of them.

Start by addressing customer pain points. If existing research has not surfaced enough of them, look to communities where people ask questions about your industry. Develop a recognizable brand through consistent quality and a signature style. Include a clear call to share, and use platform features such as cards and end screens when publishing on video platforms. Optimize the video with custom thumbnails, summaries, and transcripts. Promote it periodically across the platforms your audience uses. Finally, consider hosting your best videos natively on your own landing pages. You can then identify sites that linked to the video on a third-party platform and ask them to update the link to your page.

Choosing the Right Format

The survey points to original research, infographics, and videos as the most efficient content types for link building. But efficiency is not the only consideration. The right format depends on what your audience values, what your team can produce consistently, and what resources you can commit over time.

A useful way to decide is to start with the content you can make genuinely good. A well-executed white paper will outperform a poorly executed research study. A focused infographic built on credible data will earn more links than a generic video. The format amplifies value; it does not create it.

A balanced approach often works best. Original research can serve as the foundation, with infographics, white papers, videos, and webinars drawing from the same findings and reaching different segments of the audience. That structure reduces the pressure to create something new for every format while ensuring that each piece has substance behind it.

Final Perspective

Link building through content is not a shortcut. It is a patient strategy that rewards usefulness over promotion. The five formats above work because they give people something worth sharing: a clear visual, a credible resource, a fresh insight, a practical explanation, or a useful video.

The common thread is not the format itself but the value it carries. Content that informs, clarifies, or solves a problem earns attention. Content that exists only to attract links rarely does. Build the value first, choose the format that presents it most clearly, and distribute it where the right audience will see it. The links tend to follow.